• Journal of the Korean Home Economics Association
• /
• v.48 no.8
• /
• pp.113-128
• /
• 2010

The purposes of this study were 1) to divide consumers into segments according to their consumption attitude and subjective knowledge about natural dyed products 2) to develop a profile for each segment with respect to the media types, the preferred media programs, the information sources, the lifestyle activities and the demographics. Data(n = 213) was collected using questionnaires via the internet. By cluster analysis of the consumers' attitude and their subjective knowledge about natural dyed products, four groups were identified 1) the loyal consumption group (20.1%), 2) the conditional/reluctant consumption group(36.6%), 3) the negative/reluctant consumption group(24.2%) and 4) the non purchasers(19.1%). Several characteristics of these four groups were then compared by ANOVA and chi-square statistics. The results indicated that the consumption attitude and subjective knowledge could be the criteria for segmenting the consumers and that the segmented groups had unique consumer characteristics. Implications of this study were discussed.

• Journal of the Korean Society of Costume
• /
• v.64 no.5
• /
• pp.30-49
• /
• 2014

Mobile shopping, through the use of the smart phone, has become a very popular shopping method for consumers due to it not being limited by time or place. This research aims do the following:1)find the causes for consumers shifting to mobile shopping with the focus on fashion and beauty items; and in order to so, this research will use the TAM that was found by David et al (1989), and 2) distinguish any behavioral differences between consumer groups divided into purchasing intention of fashion and beauty items through smart phone. Path analysis was performed to verify the cause-and-effect relationship between the variables. Personal characteristics(i.e. market maven, time orientation), perceived usability, ease of use, attitude towards mobile shopping, and purchase intentions were all treated as dependant variables. The results showed that attitude towards mobile shopping was the most important variable on mobile shopping intentions. Time-oriented and Market Maven were thought to affect mobile shopping attitude and the dependent variables of purchase intention. Also, when purchasing smart phones, consumers highly valued smart phone's popularity; people with higher purchasing intention mainly used entertainment and utility apps. The following are the main reasons for not purchasing through mobile shopping: they are slower than computers, inconveniences in viewing due to small size of the screen, and security issues. The consumers used the internet as their main source of acquiring daily information. In this research, factors that affect the purchase intention were studied. However, it is difficult to firmly insist that this research correctly predicts the actual purchase intention-further studies need to be done to investigate the relationship between mobile purchase intention and actual purchase intention.